Kayla Itsines is an Australian coach who has been promoting her work on social media since 2008.
The trainer has become famous for her “Bikini Body Guide”, also known as the BBG method.
The fitness industry has made a major change in the way she talks about the body and health.
For this reason, the coach has decided to definitively change the name of her training.
Kayla Itsines: BBG
It has been roughly 12 years since Australian trainer Kayla Itsines started sharing fitness content on Instagram, and seven years since she released her hit Bikini Body Guide in 2014.
The internet took her by storm, propelling her to fitness stardom that led to her launching the “Sweat with Kayla” app in 2015, which quickly reached # 1 on the App Store in 142 countries during the first year of launch.
Since then, she has partnered with other trainers on her new SWEAT app, launched in 2017, to offer different workouts for any fitness need.
In 2019, after the birth of her daughter Arna, she launched a postpartum program called Kayla Itsines Post-Pregnancy.
All of this is to say, Itsines has earned her place as a notable fitness mogul and in many ways paved the way for the social media fitness culture that exists today.
Changes in the fitness world
While Kayla’s life and business model have changed over the years, so has the wellness industry.
We don’t talk about people’s bodies, health, food, or fitness the way we used to.
Body positive and anti-diet movements have gained traction and continue to evolve, and the focus of fitness has shifted from aesthetics, strength, and ability, to simply doing it to feel good.
Any talk of “love handle” or “muffin top” has been almost totally banned, as have promises of quick fixes or abs. While weight loss remains a valid and admirable goal, that’s part of a personal journey, the narrative around it has completely changed.
Kayla Itsines decides to change her brand name
The coach is renaming her first hit show, her electronic guides called “Bikini Body Guides” no longer exists.
Her BBG program is called “High Intensity with Kayla”, BBG Stronger is “High-Intensity Strength with Kayla” and BBG Zero Equipment is “High-Intensity Zero Equipment with Kayla”. The guides still contain the same tried and true workouts, but they have been completely rebranded.
“It has been almost 10 years since I created BBG with the positive intention that everyBODY is a bikini body.” from Sweat, I think the time is right to change our approach with BBG and evolve and use language that feels more positive for women today. “
Previous attempts to rename guides
In a 2016 interview with Bloomberg, Itsines said, “Do I regret calling my guides Bikini Body? My answer is yes … That’s why when I launched the app, I called it Sweat With Kayla. The sweat is so empowering. I love that. “
“As you can imagine, this is a great moment for me personally, as my programs under the BBG name are well known and have been an important part of building one of the largest female fitness communities in the world.” Kayla Itsines
Perhaps the reason Kayla took the time to rename the guides is that there are currently more than 7 million Instagram posts tagged with #BBG, and thousands of Instagram account started by BBGers who have created their own brands. personal, around documenting your experience with the programs.
“The fitness industry has evolved a lot since I earned my qualification as a personal trainer more than a decade ago.”
“The way women see and think about fitness has changed from focusing on physical appearance to embracing the mental and emotional benefits of exercise and leading a holistically healthy lifestyle.”
“I want my programs to reflect what fitness is today and so I decided to change my program names to ‘High Intensity.”
What made Kayle Itsines change her mind about her guides?
For the coach, becoming a mother has been an important key.
“Since I had Arna, I have become even more aware of how important it is that we use language that EMPOWERS women.”